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Iron Man Is Re-Imagined as a Farmer in Superhero Spot for Horsch Machinery

Soup Film's Dustin Schöne directs high-flying ad created by Saint Elmo's

Iron Man Is Re-Imagined as a Farmer in Superhero Spot for Horsch Machinery

Traditional family-led farming machine manufacturer Horsch surprises viewers with this futuristic short film created by Munich based agency Saint Elmo's, directed by Dustin Schöne and produced by Soup Film.

The film tells the story of a father passing the family farm on to his son. Narrated in epic scenes, the audience meets the protagonists during a walk on their land. Next the son is welding something in a laboratory, aided by no less than the Horsch founders, brothers Michael and Philipp, who with this cameo underline their values as family-run company.

What follows could be straight from a Hollywood superhero movie: the father watches as the son, in a bright red Iron Man-esque farming super suit, performs all tasks of Horsch machines: he rakes the field, cultivates the soil, seeds and flies around dispersing fertiliser.

Together with cinematographer Jan David Günther, Dustin Schöne created a charming and bold vision for the future of farming. Special effects were provided by Trixter, who also worked on 'Iron Man' and other Marvel universe characters.

With a digital release and screening during big trade shows, Saint Elmo's devised this image film as B2B tool for Horsch. It is the second instalment of their image campaign 'Farming Heroes' which launched in 2018.

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Production Company

Production Company: Soup.Filmproduktion GmbH

Executive Producer: Ada Zuiderhoek

Director: Dustin Schöne

DOP: Jan David Günther

Producer: Nina Franz

Producer Assistant: Leona Schink

Editor: David Gesslbauer

Post Production / VFX

Post Production Company: TRIXTER GmbH

Creative Agency

Creative Agency: Saint Elmo’s München GmbH & Co. KG


Sound Company: Staub Audio


Advertiser: Horsch

Brand: Horsch

Category: Garden , Home

Genre: Dialogue , People